How to measure and monitor customer experience for B2B Marketing


Confirmit Team

Confirmit Team

Author Bio

Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 


Author Bio

Customer Hub, a tailored Voice of the Customer program built on the Confirmit Horizons platform, has empowered the CX team to find the true customer feedback and inspire customer-led transformation

An experience is taking place between your brand and your customers, whether you intend it or not.

A survey by B2B Marketing in June 2018 exposed the lack of understanding and focus on Customer Experience that exists in many B2B organizations, with most reporting it as siloed, or even non-existent. Yet, two-thirds of marketers surveyed intend to place more emphasis on CX in the next 12 months compared to the past year, and more than a quarter say it will be their highest priority in the year ahead.

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B2B Marketing, in association with Confirmit have collated advice from the CX experts and leaders to tell you:

  • How to understand the current CX efforts in your organisation.
  • Who should take responsibility for CX. 
  • The best ways to drive a CX strategy.
  • How to bring together customer data and feedback.
  • The different measurement methods for tracking CX and, which metrics can be used to drive performance.

You just need to decide what type of customer experience you want your clients and prospects to have. B2B Marketing research, conducted in June, found two-thirds of marketers intend to place more emphasis on CX in the next 12 months compared to the past year, and more than a quarter say it will be their highest priority in the year ahead. But our survey also exposed the lack of understanding and focus on CX that exists in many B2B organisations, with most reporting it as siloed, or even non-existent. And while some have set objectives related to CX, these have not yet been implemented or are not joined up with the rest of the business. B2B marketers are left with a stark choice. You can either attempt to deliver a great customer experience – or you can just let the experience happen to your customers.

Why is there a Focus on Customer Experience in B2B now?

There are two primary drivers behind CX’s rise to prominence in B2B. First is growing customer expectations. B2B clients now expect an equivalent level of service in their professional lives as they receive in their personal transactions.The other big motivator according to CX expert and marketing leader Chris Adlard, is changing B2B commercial models, especially in tech. “The way software is sold and consumed has completely changed in the past five to 10 years. In fact, this whole software as-a-service-based (SaaS) commercial model where you renew [a product] every year is starting to seep into other B2B industries,” he says. This now means you can’t just sell a product or licence for 10 years and expect it to automatically renew. With annual renewals: “You’re only as good as the success or outcome of that installation.”

Where does the Catalyst for Customer Experience come from in B2B?

Many B2B companies fail at CX because they don’t realise its importance, says Paul Hague, author of B2B Customer Experience. “If you look at pure B2B companies there are very few that are better than OK – most are just mediocre, and that’s partly because they don’t get it. They know CX is important, but don’t put the priority at the top [of the organisation]. By and large the bosses of B2B companies are process driven. They’ve possibly come up from production or finance rather than marketing or sales. And as a result, they don’t get it.” And if you haven’t got that senior commitment, you’ll fail warns FinastraCMO Martin Häring. It can’t be born from a function, it needs to originate from the top. But they might need a push in the right direction. To raise awareness Häring took data to the board to make the case. “What we showed the board at the beginning was because of missing customer references, bad customer situations, mistreatment of customers in the pre-sales cycle, etc, the company had missed out on a three-milion-digit pipeline in the past three years. The board was shocked, and said they were just not aware. This was the moment where we decided we needed to put a programme in place.”

In this Guide, B2B Marketing, in association with Confirmit have collated advice from the CX experts and leaders to show B2B organisations how to measure and monitor customer experience.

 


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